Bridging Education and Enterprise: The Impact of Live Streaming Training on China's Digital Workforce

In the context of China's highly developed digital economy, there is significant attention on the training of talents related to e-commerce live streaming and short video production. This study explores the role and status of live streaming training institutions within China’s digital economy and education market. It examines the impact of training in live streaming and short video technologies on job seekers and digital entrepreneurs, as well as the effects on e-commerce platforms. Data was collected through semi-structured interviews with managers, course advisors, and live streaming course instructors from five live streaming training institutions. NVIVO software was used to conduct qualitative analysis on the institutions' background, teaching methods, courses, student profiles, corporate partnerships, and market demands. The research results indicate that live streaming training institutions play a significant supplementary educational and bridging role for job seekers and employers. Training in live streaming and short video skills significantly enhances the competitiveness of entrepreneurs in the fierce digital market. The rapid expansion of training institutions has also injected new vitality into the digital economy, while simultaneously contributing to negative phenomena in short video and live streaming sales on e-commerce platforms. This study provides the latest insights into China’s digital economy and live streaming training industry, offering valuable reference points for industry practitioners, policymakers, and researchers.